Positive Luxury: Green Claims Guide

In an era where consumers are more informed and vigilant than ever, authenticity and accountability are not just desirable but essential for maintaining brand integrity and loyalty. 

Katia Boneva-Desmicht, Global Chair, Consumer Good & Retail Group, Baker McKenzie

 

Greenwashing, or the practice of making misleading claims about the environmental benefits of a product, service or company to appear more eco-friendly than in reality, has become an increasingly prominent concern for consumers, regulators and luxury brands.

As regulation in this space continues to evolve and sustainability reporting requirements grow, the landscape is shifting, making it easier for consumers and activists to scrutinize and challenge environmental claims. In this context, brands must take care to protect consumer trust and ensure regulatory compliance by bolstering their sustainability efforts with transparency and with a thorough understanding of current guidance and requirements.

Developed in collaboration with Positive Luxury, the company behind the Butterfly Mark, this Green Claims Guide is intended to provide brands with an at-a-glance overview of the latest greenwashing developments, including:

• Updates and key resources on greenwashing regulations and guidance issued by key regulators and authorities
• Helpful guidance for making green claims about products and services
• Practical steps on responding to potential complaints from regulators about a sustainability claim

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*Renata Amaral, partner at Trench Rossi Watanabe, and Alexandre Jabra, senior associate at Trench Rossi Watanabe, participated in this report. Trench Rossi Watanabe and Baker McKenzie have executed a strategic cooperation agreement for consulting on foreign law.